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BL Intimates: Growth Continuing Into 2023

Examples of Exquisite Form, Bestform and Ilusion lingerie styles.
Examples of Exquisite Form, Bestform and Ilusion lingerie styles.

(Filed Under wholesale Lingerie News). BL Intimates expanded its business in several areas during 2022 and plans for further growth in 2023.

Founded in 1998, BL Intimates (BLI) is a partnership between Lamour Hosiery, Canada’s largest hosiery and activewear firm, and Vanity Fair Brands (acquired by Fruit of the Loom in 2007). BLI specializes in both branded and private label intimate apparel and activewear. It distributes and markets all the Vanity Fair brands including, Vanity Fair, Lily of France, Curvation and Vassarette throughout Canada. It distributes Bestform throughout North America, and Exquisite Form worldwide. “In addition, BLI launched the U.S. distribution of Ilusion, Mexico’s #1 Intimates brand, in 2021,” according to a spokesperson.

The company has sales offices in Toronto and Los Angeles, as well as offices and distribution centers in both Montreal and North Carolina. According to BLI, it currently ships to “most USA retailers including regional and national department stores, major catalogue houses, e-tailers and independent boutiques.”

Earlier this year, BLI expanded its marketing and distribution of Bestform in the United States. As part of the move, it is adding new color and sizing options, and new categories are being considered. Interestingly, one bra in the collection has found a new and growing audience among post surgical patients, based on its support, front closure ease of operation and moderate price.

To expand awareness of the Bestform label, a brand that has been a favorite of many women for almost a century, the company is launching Currently the label is already available in Boscov, Amazon and Herroom, and is expanding to boutiques, chain stores across the U.S. and Puerto Rico.

In another move, BLI is adding a new U.S. capsule collection of Ilusion bras. “The bras in this new collection are specifically designed for the American woman, with the cup and band sizes stores have been asking for,” the spokesperson continued. “The new bra capsule will dramatically accelerate the growth of Ilusion in the U.S. in 2023, while staying true to the essence of the Ilusion brand.” The line also includes panties, babydolls, shapewear, sleepwear and swimwear, with syles in the heavily promoted label ranging from basics to high fashion.

The Exquisite Form line of bras and sleepwear continues to expand in both the U.S. and Canada under BLI. New colors, sizes and styles have been added, and the list of retailers, both large and small, has grown in 2022. Sales are also growing in the U.K. where BLI continues to partner with key mass retailers such as Sainsbury’s, to produce private label programs.

more wholesale Lingerie News >>

Published 10-20-2022 by -

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